Amazon’s Prime Video, NASCAR’s first fully direct-to-consumer media partner, is beginning its new NASCAR Cup Series broadcast rights deal with a splash. For the

CONCORD, N.C. – Amazon Prime Video has joined Hendrick Motorsports as a new sponsor of driver Chase Elliott and his No. 9 NASCAR Cup Series team through 2027. The relationship includes three primary races annually, complemented each year by full-season associate sponsorship.

Amazon Prime has signed a deal to sponsor Chase Elliott's car for three races annually from 2025-27. The agreement with the Hendrick Motorsports is in an effort to raise awareness of Prime Video's Cup Series rights deal that begins this season.

Amazon’s Prime Video has decided to sponsor a NASCAR team to help spread the word about its first-ever slate of races that it will stream on its platform, signing on with Hendrick Motorsports and driver Chase Elliott.

Not long after becoming the newest streaming partner of NASCAR's Cup Series, Amazon Prime Video has reportedly come to terms on a new, multi-year sponsorship deal with one of the sport's brightest stars.